Millennials are diverse, they wield immense spending power, and they’re said to widely differ compared to preceding generations across a number of attitudes, beliefs and behaviors. This combination of factors makes Millennials, well, influential. And for marketers and manufacturers, that makes this demographic group a worthy target.

According to a Pew Research Center population report released by the U.S. Census Bureau in 2016, Millennials have surpassed Baby Boomers as the nation’s largest living generation, now numbering 75.4 million in the United States, compared to 74.9 million Baby Boomers. Millennials are diverse, they wield immense spending power, and they’re said to widely differ compared to preceding generations across a number of attitudes, beliefs and behaviors. This combination of factors makes Millennials, well, influential. And for marketers and manufacturers, that makes this demographic group a worthy target.

In this episode, Rachel Adams, managing editor, and Jeff Hilton, partner and co-founder of BrandHive, discuss:

  • Who Millennials are, and what makes them impactful compared to previous generations;

  • The roles of transparency, authenticity, relatability and science in reaching Millennial consumers; and

  • The necessity of actively and strategically marketing to Millennials.

Links and Resources:

Got feedback? Email Rachel at [email protected] or Jeff at [email protected], or tweet to @NatProdINSIDER using the hashtag #INSIDERpodcast.

About the Author(s)

Rachel French

Rachel French joined Informa’s Health & Nutrition Network in 2013. Her career in the natural products industry started with a food and beverage focus before transitioning into her role as managing editor of Natural Products Insider, where she covered the dietary supplement industry. French left Informa Markets in 2019, but continues to freelance for both FBI and NPI.

Jeff Hilton

Co-Founder, Partner and CMO, BrandHive

Jeff Hilton is partner and co-founder of BrandHive, a leading healthy lifestyle branding agency providing high-level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies around the globe. Jeff has been recognized by Advertising Age as one of the nation's Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 20 years working with leading brands in the dietary supplement, functional food and beverage, and health and beauty categories. Jeff's background also includes leadership positions with Nature's Way and Nutraceutical Corporation as president of their KAL supplement brand.
 

Hilton has been an invited speaker at healthy lifestyle events worldwide, including Natural Products Expos East and West, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry including editorial contributions, pro bono work, webinars and speaking engagements.

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